Oikos, the official yogurt of the National Football League, launching a new product called Pro with a Super Bowl LV linked campaign that didn’t actually include a Big Game telecast commercial and instead was built around the official livestream.
Oikos adopted the strategy because it prioritised reaching fitness-oriented, younger millennials via the Big Game livestream which it believes is a more cost effective method of reaching its target audience than the mainstream TV telecast.
This year’s spot, teased through a second social spot released a week ahead of the game, showcases the grunting and grimacing ‘Ugly Face’ that athletes make while training.
The creative features NFL players Saquon Barkley, JuJu Smith-Schuster, Jalen Hurts, Darius Polk and AJ Brown, plus New York-based fitness trainers Angela Gargano and Nina Saunders.
This 2021 campaign, created with agency Lightening Orchard, also includes a strand which sees the brand distribute $100,000-plus worth of grants to 100 fitness professionals who lost work during the coronavirus pandemic.
Comment:
The brand saw sufficient success from its 2020 strategy based around running a livestream ad during last year’s Super Bowl (in the form of its ‘YoGlutes’ spot which featured clips of NFL stars set to the tune of ‘Bubble Butt and which drove a 7-point sales lift) that it again skipping the pricy in-game TV ad in favour of the livestream,.
Considering that advertising in the livestream costs just $200,000 per 30-seconds to reach an audience of around 2.5 million, while the telecast costs $5.5m to reach an audience of 100 million plus, it looks like Oikos has found a value-for-money tactic which works for the brand.
Links:
Oikos
Lightening Orchard
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